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Lightblue has designed and produced a modular installation dubbed The Aperol Spritz Social, built from branded shipping containers. The mezzanine level will provide customers with unique venues of the festival stage, where artistes such as Nas and MIA will be performing.
The pop-up bar will include a number of digital elements, including a ‘tweet-shop’ and a branded, custom-designed photobooth. The latter will use facial recognition software to determine the amount of people in the booth and encourage the festival-goer to bring as many friends in to be in with a chance of winning a prize.
The activation will also double as a party space, with funk and soul DJ Craig Charles, disco expert The Reflex, Radio One DJ Monki and warehouse DJ Norman Jay all taking to the decks over the weekend. Expandable umbrellas will keep dancers dry from any impending rain.
Oliver Adams, business director for Lightblue UK, said: "Our aim for 2014 was to transform the brand from burgeoning to firmly established, in the competitive summer drinks market. Music festivals like Lovebox have a certain vibe and history and such an event felt like the right place for us to spend quality time with our consumers."
He added: "The Aperol brand represents fun and spontaneity, which comes across in the activations and entertainment policy we have developed. In regards to the design of the space we wanted to achieve two objectives. One was to create a happy, intimate feel and the other was to provide a real point of difference for festival goers."
It is the second year Lightblue has worked with the Gruppo Campari brand. Alongside creating and managing The Social, the experiential company are also running Aperol Spritz’s social media campaign.
The activation was originally launched at Mancheter’s Spinningfields complex on 4 July and will also travel to Bestival festival on the Isle of Wight in September.
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